In The Moral Dimension , Amitai Etzioni claims, as did Albert Hirschman in Morality and the Social Sciences , that people often act from moral motives, that economics needs to recognize this, and that it will be significantly changed by doing so. I agree, though I think the changes may be smaller than Etzioni believes – I shall be explaining why. But Etzioni goes further. He makes a specific claim about the sort of morality that motivates people: it is deontological . In this paper, I shall examine what this means, how far it is true, and what difference it makes